Mountain Dew Extends Title Sponsorship Agreement with Alli

Mountain Dew, title sponsor of the Dew Tour since 2005, will maintain its presence during the upcoming Tours. The company has signed a multi-year contract with Alli in hopes of establishing brand equity and enhancing ties with its core consumers, said Jeff Dubiel, VP of Sports Marketing, Pepsi in a press release.
See the release for more information:

Burr Ridge, Ill. – Jan. 25, 2010 – Alli, the Alliance of Action Sports today announced that Dew Tour title sponsor Mountain Dew has signed a multi-year deal to extend the relationship. The series title sponsor since the Dew Tour's inception in 2005, Mountain Dew will retain entitlement of both the Tour and its points-based championship, the Dew Cup.

"Mountain Dew is looking forward to further success with our title sponsorship of the Dew Tour and the prized Dew Cup," said Jeff Dubiel, VP of Sports Marketing, Pepsi. "The Dew Tour is always providing Mountain Dew with new opportunities to build brand equity and really connect with its core consumers. Because of this; we’ve decided to renew and enhance the long-standing relationship with Alli."

"We're beyond pleased to have Mountain Dew renew their relationship with the Dew Tour," said John Stamatis, Alli Vice President of Marketing and Partnerships. "The fact that Mountain Dew is extending their involvement with the Dew Tour is a testament to the strength of the brand and the Tour we have built together over the past five years."

Mountain Dew signed on as the Dew Tour's title sponsor for the inaugural season in 2005 and has remained an integral part of the Dew Tour ever since. Also the Tour title sponsor for the Winter Dew Tour, Mountain Dew will receive Tour-wide exclusivity in the non-alcoholic beverages category.

"Throughout the renewal process, we've worked closely with Mountain Dew, developing new programs along the way to enhance our partnership," said Stamatis. "These ideas will help to generate more organic integration throughout the event and additional branded content to be distributed across all platforms as well as providing Mountain Dew with more tools to build and strengthen their customer relationships – benefiting not only Mountain Dew but the overall Tour as well."

Following its fifth year, the top athletes in the world will take part in the 2010 Dew Tour, all competing for the highly coveted Dew Cup that will be awarded at season's end to champions in each of the six disciplines. The 2009 Dew Cup winners include Chris Cole (skateboard park), Bucky Lasek (skate vert), Garrett Reynolds (BMX park), Jamie Bestwick (BMX vert) and Ryan Nyquist (BMX dirt).# # #

Mountain Dew
Mountain Dew is a product of Purchase, N.Y.-based Pepsi-Cola North America Beverages (PCNAB). PCNAB is a division of PepsiCo, which offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com <http://www.pepsico.com/> .

Dew Tour
The Dew Tour consists of five major, multi-sport events spanning across the country, with a cumulative points system, a $2.5 million competitive purse a bonus pool at year-end based on overall tour standings. The Tour features skateboarding (park and vert), BMX (park, vert and dirt) and freestyle motocross. At season's end, the overall point's leaders in the six disciplines are crowned year-end champions and awarded the prestigious Dew Cup. As part of an Alli property, key lifestyle elements complement the competitions at each Tour event, including the Festival Village, specialty competitions, and live cutting-edge music. The Dew Tour is broadcast live on NBC Sports with additional competition and lifestyle broadcasts on MTV, MTV2 and USA. Dew Tour is also distributed on Fuel TV, Universal HD, and internationally on Eurosport, Fox Australia, Extreme Channel and Allarco Superchannel. The Dew Tour partners include Mountain Dew (tour title sponsor); and Wendy’s, Toyota and PlayStation® (event title sponsors). Associate partners include Ball Park, Nerf, Nike 6.0, and Verizon Wireless. More information can be found at www.allisports.com <http://www.allisports.com/> .

Alli, the Alliance of Action Sports

Alli, the Alliance of Action Sports, is a global business that encompasses national and international action sports tours and events, multimedia production, and a consumer facing lifestyle brand. The Alliance includes: the Dew Tour, Winter Dew Tour, China Invitational, Lucas Oil AMA Motocross Championship, King of Wake series, and the Free Flow Tour; Alli Productions, which creates original content, produces and presents content with partners, and distributes Alli content through a variety of channels. Alli is owned by NBC Sports and MTV Networks. More information can be found at www.allisports.com <http://www.allisports.com/> .

NBC Universal

NBC Universal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates the No. 1 television network, the fastest-growing Spanish-language network, a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80%-owned by General Electric, with 20% controlled by Vivendi Universal.

MTV Networks

MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms. MTV Networks, with more than 150 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, LOGO, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, THE N, VH1 CLASSIC, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 300 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.